The VITÆVINO Declaration is a newly launched initiative by major European wine organisations to combat the growing anti-alcohol movement, which has negatively impacted wine sales and wine culture. The declaration, signed on 1 October 2023, aims to defend European wine culture by highlighting four key points: preserving wine heritage, its economic role in rural areas, advocating for moderate consumption as part of a balanced lifestyle and upholding the right to enjoy wine responsibly.
This campaign comes at a critical moment as increasing health concerns, particularly following the World Health Organisation’s declaration that no alcohol consumption is safe, have led to wine being viewed as unhealthy. The initiative emphasises wine’s cultural and economic importance, especially in rural regions where the wine industry supports millions of jobs and contributes significantly to the European economy.
Backed by wine professionals across several European countries, including Italy, Spain, and Germany, the campaign is using grassroots methods, such as short videos, to share personal stories about the value of wine. The initiative seeks to raise awareness within the wine community and among the broader public, calling for respect for wine as part of a healthy lifestyle and an integral element of European heritage. The campaign will culminate in a formal presentation of the declaration at the European Parliament in December.
